Lawyers dressed as The Village People? Check out this law firm holiday card!
Every year, Proctor Heyman’s holiday card is a creative standout.
What I particularly like about this is that it’s silly but doesn’t diminish their legal skills or professionalism. And for a tough bunch of trial lawyers, that’s important. It shows that they have fun, but I still wouldn’t want to mess with them. A senior partner initially acts as the foil, until getting on board with the shtick:
A good holiday card says something about the firm in a way that supports the firm’s brand and recruiting. Proctor Heyman lawyers know who they are and are proud to proclaim it. If you’re looking for a big, serious law firm, that’s not Proctor Heyman.
And the recruiting message is clear as well. Skilled litigators who are feeling stifled in their boring firms might want to send a resume their way. But if you’re a boring stiff, then you probably wouldn’t be a good fit with this firm’s unique style and culture.
Law firms – if you are qualitatively different than other firms, spread that message, so that your target clients or laterals who are looking for that know that they can find it at your firm.
And that knowledge of their unique style is what makes it possible for Proctor Heyman to design consistently unique cards.
So what should next year’s card be? I’m thinking “Baywatch.”
More screen shots are below. You can see the last five years’ cards here.